A Study of Disney Princess of Images based on Symbols

• Main Authors: Yan-Chen Chen, 陳彥甄
• Other Authors: Ching-Ting Yang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/04168581038399761619

碩士 === 國立臺灣藝術大學 === 視覺傳達設計學系 === 98 === A fairy tale is composed of a fictional plot, some unique characters, and a sequence of events. When converting a story into an image, designers give life to the image, which can draw consumer attention and induce development of related issues and products after publicized. For each reader, fairy tales always tell a different story that he or she deeply identifies with. Among the numerous factors of identity, gender preference is a factor that automatically separates readers and their identities. The market also tends to put a strong emphasis on gender differences to create business opportunities and topics. Through a survey on respondents’ psychological perceptions (images) of characters, events, and objects (symbols) in fairy tales and evaluation of posters of classical Disney “princess” series animated films, this study attempts to explore the differences in their perceptions of fairly tales and factors that cause the differences. Findings from the questionnaire survey conducted in the first research stage indicated that “Cinderella” is the most popular fairy tale among female readers, while “Aladdin” is most popular among male ones. This study then analyzed readers’ preferences for stories and perceptions of symbolic vocabularies by various background variables to obtain the representative symbols of characters, events, and objects (such as glass slipper and animals) and examined their meanings from the perspective of semiology. Results showed that symbols used in fairy tales are affected by communication of the time, and familiar symbols also tend to be simpler. In the second stage, semantic differential (SD) was applied to investigate respondents’ perceptions of images in gender-oriented posters of “Cinderella” and “Aladdin”. 6 posters and 12 adjectives were selected using purposive sampling. Two questionnaires were designed on the basis of a 7-point scale. Each questionnaire was administered to 160 respondents (males and females in equal proportions), so a total of 320 responses were obtained. These responses were analyzed on SPSS (including factor analysis) to compare differences between posters as well as examine the differences between respondents with different background variables. Through factor analysis, four factors were obtained from their responses to Aladdin posters, including “evaluation preference, artistic presentation, visual presentation, and imagination”, and three factors were obtained from their responses to Cinderella posters, including “evaluation preference, artistic presentation, and visual presentation”. The Disney princess series firms were commercialized using gender-oriented business models. Through gender analysis, we found that in the choice of a favorite story, male respondents tended to choose “Aladdin” to meet social expectation of their gender and considered the sample posters of Aladdin as easy to understand. It could be inferred that respondents’ preferences for stories are affected by their gender. However, when asked to evaluate stories visualized in posters, respondents then paid more attention to graphical presentation, interpretation of the storyline, and dramatic tension. Analysis of their responses by background showed that respondents with a design background were more focused on the design of the posters and tended to take an objective attitude toward graphical presentation of the stories. They would exclude emotional responses to the stories and objectively viewed poster presentations as virtual, beautified, and easy-to-understand graphics. Analysis of their responses by education degree suggested that significant differences in comprehension of a portion of posters and perceptions of humorousness, maturity, and style in them existed among respondents with different education degrees. Besides, when asked to evaluate sample posters of Cinderella, the respondents showed partially significant differences in their comprehension of posters and perceptions of artistic and commercial presentations in them. For them, this story is full of unique imaginations and magical elements. It is centered on the theme that dream comes true at the magical moment. All its elements, including pumpkin coach, fabulous gowns, and shiny glass shoe, are presented with delicate graphics on the posters. Analysis of their responses by age showed that the entertaining effect expressed by poster images is important for all age groups. Thus, it can be inferred that most of the audience, regardless of their age, held a positive view toward animated films produced on the bases of classical fairy tales and considered these films as a feast of sensory and sensual experiences that could bring them joy and laughter. The above results are expected to be a reference for readers, graphic designers, and related industries.